Persona Enrichment
The engineering of Stakeholder Visibility—normalizing raw contact data into governed persona tiers so reps can multi-thread into the right buying committee members with zero manual research.
The "Missing Human" Problem
Your intent data says a $500M company is "surging," but your CRM only has one junior contact from three years ago. Without Persona Enrichment, your reps are forced to scavenge LinkedIn for hours just to find the right person to call. This delay kills the "Magic Moment" of intent. We fix this by automating the discovery and tiering of key personas (Economic Buyer, Champion, Technical Evaluator) directly within the account view.
Sales Efficiency Leaks
- LinkedIn Scavenging: Reps wasting 40% of their prospecting time manually finding titles and emails.
- Single-Thread Risk: Only talking to the one person who filled out a form, while the rest of the committee remains "Dark."
- Inaccurate Messaging: Using the same generic pitch for the DevOps Engineer and the CFO because their roles aren't enriched.
The Enrichment Workflow
Rule: Intent triggers discovery. Discovery triggers multi-threading.
Environment Implementation
6sense / Demandbase ON
We configure Automated Contact Acquisition rules. When an account hits the "Decision" stage, the platform auto-buys and syncs the top 3 stakeholders matching your persona profile (e.g., VP IT) directly into the CRM account.
Platform Off (CRM/MAP First)
We build Enrichment Triggers via CRM workflows. When an account is flagged as "Ready," a webhook fires to your data provider to refresh and tier all contacts at that domain, flagging "Power Personas" for the SDR.
Artifacts You Receive
- Persona Keyword Dictionary: The logic used to auto-identify roles from raw titles.
- Contact Acquisition Rules: Defined budget and role-prioritization for auto-syncing.
- Multi-threading Heatmap: A CRM view showing role coverage per target account.